Educational technology companies and entrepreneurs may face the risk of a "tech bubble," similar to the massive boom-and-bust that rocked the technology market in the late 1990s, according to market analysts and a recently released paper. A relatively new focus on K-12 educational technology as an investment vehicle, a surge of investors looking to cash in on the latest innovations, and fewer barriers to developing an ed-tech business have merged in ways that have some market observers wary of what is ahead. In "Obstacles and Opportunities for Entrepreneurs in Education," Catalano and Lunde (2012) say that though ed-tech entrepreneurs seem to be more concerned with improving education than simply making a quick profit, money may be pouring into the marketplace based on exaggerated assessments of the growth of digital learning.